Packaging Solutions for Web needed

Packaging designed specifically for products to be sold on the Internet could become the next big market for design groups, according to The Packaging Solutions Advice Group.

The challenge of how to package products browsed and purchased through the Internet has so far failed to be properly addressed, with 95 per cent of Web customers going away dissatisfied, according to the PSAG.

Debating the question with a panel of brand and design professionals has raised a number of key points, says the organisation.

Fitch associate director for multimedia Steve Potts has presented a ten-point plan on future ideas for on-line shopping. He says despite potential product/ sound associations for brands, audio communication is being hugely under-used on the Web. The medium needs to make more use of language, argues Potts. “Maybe there is even room for poets,” he says.

But, Boots The Chemists head of design Peter Ramskill defends the ability of the high street retailers to succeed on-line given their experience of home shopping and mail order. Retail shopping is “a fun, social activity and is here to stay – the Internet is dreary and lacks direction”, he says.